WORLD-FAMOUS Vimto, the soft drink created by Newton-le-Willows-based Nichols, is in line for a branding revamp.

The family firm has revealed plans for a new investment in its branding package, including a “complete update of Vimto brand packaging and a new, multi-media advertising campaign”, as revealed by chairman John Nichols at the company’s annual meeting yesterday.

Vimto celebrated its 100th anniversary three years ago and the distinctive purple soft drink is now sold throughout the world, including Russia and the Middle East.

Mr Nichols told shareholders at yesterday’s update that the group has performed well in the first four months of the current financial year, with sales ahead of its internal budgets and the previous year’s comparative period “despite the very strong comparatives in 2010 and the prevailing uncertain economic and consumer backdrop”.

He told the meeting: “In the UK, for the four months to April, our sales have increased by 12.5% on last year.

“Internationally, sales into our core Middle East and Africa markets are also ahead of both our internal plans and last year.”

He added: “Sales of soft drinks on dispense, which includes the remaining 50% of Dayla Liquid Packaging acquired on March 9, 2011, are also ahead of internal expectations.”

This April, the group launched a new range of Levi Roots (Reggae Reggae) Caribbean drinks into the UK market, and Mr Nichols said the new line has been “very well received by our major trade customers”.

And he outlined plans to increase investment in the company’s branding and marketing programmes, saying: “In 2011, we will again increase our total brand investment, including the complete update of Vimto brand packaging and a new, multi-media advertising campaign, launching in May, 2011.”

In conclusion, he said: “At this early stage of the financial year, we are very pleased with the group’s continuing progress and we are confident of delivering further sales and earnings growth in line with expectations for the full year.”